Home News Media Central Collaborates with Universal Pictures & MediaCom to Promote Illumination’s Sing

Media Central Collaborates with Universal Pictures & MediaCom to Promote Illumination’s Sing


Universal Pictures Ireland, alongside Group M agency MediaCom, have pioneered a collaboration with Media Central to promote the release of Illumination’s Sing with a media first that includes a brand new digital radio station inspired by the movie.

According to Neil McDermott, head of solutions at Media Central, Universal Pictures Ireland and MediaCom identified Media Central as its partner given the strength of their radio network for reaching the movie’s target audiences and their collaborative approach to partnerships.

“Creating the digital radio station has been months in the making and has involved close collaboration between our partners in Universal Pictures Ireland and MediaCom,” says McDermott.

“Characters from the movie feature on the station along with the best of Irish DJ talent from across the Media Central network.  It’s really exciting to add such an innovative station to our national mix, if even for a short period, and we’re really looking forward to amplifying it across our entire network as well as all our digital and social platforms through bespoke content, playlists and promotions,” he adds.

Sing is an animated movie, created by the same team behind Despicable Me and has already grossed over $350m at the box-office worldwide.

It also features covers of more than 65 hit songs made famous by some of the biggest recording artists—from Frank Sinatra and The Beatles to Katy Perry, and Kanye West.

The format of SingFM.ie takes AFP to the next level and is the culmination of over 120 hours of work from concept development and management to on-air production and the digital build. Every hour of the station is built around characters from the movie and the songs that represent them to showcase the outstanding soundtrack. The DJs further delve into the exciting back stories of each character and what the songs mean to them. This, mixed with input from the characters themselves, is what makes the stations content so engaging and unique.

The partnership will also feature a competition to win a money-can’t-buy prize to ‘Sing Your Heart Out in London’. This will see one lucky winner receive an incredible and exclusive recording studio experience in London, mentored by CeCe Sammy, the vocal coach to major recording talent. The lucky winner also get to bring three friends with them (T&C’s apply). The competition will be promoted across Media Central’s network of stations and digital channels.

David Burke, General Manager ROI and NI at Universal Pictures International Ireland, said:  “Illumination’s movies have succeeded in permeating pop culture and SING should prove to be no exception when it opens in Irish cinemas nationwide on January 21stSING FM is a terrific vehicle to showcase the fantastic soundtrack and story at the heart of the film. This innovative and creative approach is very much in keeping with Illumination’s own DNA.”

According to Ben Hawley, account director at MediaCom:  “It’s been fantastic working with Universal Pictures and the Media Central team in bringing this idea to life. Universal Pictures Ireland has an exciting release slate for 2017 with Sing poised to be one of the biggest animation hits at the Irish box-office. Due to Universal Picture’s creativity, with terrific content and rich creative assets available; partnerships like this are really exciting especially when they are executed brilliantly, as is the case in this instance.”

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